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PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR
 

PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR

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SEOs are from Venus and PRs are from Mars, will the planets ever collide? This is a presentation by James Crawford of http://www.pragencyone.co.uk which looks at the challenges faced if SEO and PR ...

SEOs are from Venus and PRs are from Mars, will the planets ever collide? This is a presentation by James Crawford of http://www.pragencyone.co.uk which looks at the challenges faced if SEO and PR will ever meet. The presentation also includes actionable insights on how SEOs can deploy PR tactics to improve link building and search engine visibility

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  • Full Name Full Name Comment goes here.
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  • Great Resource. Really well done job.

    effective seo
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  • @claireatwaves Cheers Claire. I just spotted your comment on Slidshare Ha, I like my character analysis. I might use it as the basis of my first book!
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  • @thegrumble Cheers Matt. Just spotted this comment.
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  • @thegrumble Me too! Not sure about the character slating of PR folk though! :-)
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  • Came here from Claire Thompson's State Of Search article. Really insightful - you've put into words something I've struggled to articulate ('cos I only really see it from one side) for a while.
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    PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR Presentation Transcript

    • SEOs are from Venus and PRsare from Mars - will theplanets ever collide? A presentation for SAScon 17th May 2012
    • FIRSTLY, LET’SGET OVER THEBASICS...
    • INDUSTRY ANALYSTSHAVE BEEN SAYINGFOR YEARS THAT PRAND SEO WILL CONVERGE...
    • PR WHY IS SEO AND PRPR CONVERGING? PRPR PR CAN INFLUENCE ALL PR PR THESE SEARCH ENGINE RANKING FACTORS...
    • WHY IS SEO AND PRCONVERGING? TAKEA LOOK AT THE LINK EQUITY OF THESEBIG ONLINE BRANDS
    • SOME OF THE HIGHEST VALUE LINKS TO EXPEDIA AND MONEYSUPERMARKET ARE ALL PR LINKS SEE BELOW
    • SO PR IS GOOD FORBUILDING LINKSFROM AUTHORITYDOMAINS... AN SEO DREAM
    • SO WHY HAVEN’TSEO AND PR JUMPEDINTO BED ALREADY...
    • CREATIVE OPINIONATED EGOTISTICALIS IT OUR PRs EXTROVERTPERSONALiTIES?OR DO OPPOSITES ANALYTICALATTRACT? SEOs TECHNICAL PRACTICAL COMMERCIAL
    • IN MY OPINION, THEREARE TWO DIFFERENCESBETWEEN PRs and seos: is gro unded the seo y and skill in tang ibilit gap s surea bility. mea pr le ss so.
    • although intangible, ‘pr outcomes’, suchas brand building and reputation, have ahigh perceived value with shareholdersand boards of directors
    • for prs, brand andreputation is big business billion the size of the uk pr industry
    • however, inbound links sadly meannothing to many prs. most don’t evenreport the links that they generate they lack the skills / knowledge to do this
    • FOR MANY SEOs, measuringreputation and brandis outside their webanalytics’ comfort zone but measuring brand and reputation can be done. it is just expensive
    • SO how can seosand prs get it on13 actionable insights
    • Actionable insight1. prs: if you don’t understand search yet then start learning now. innovate or die (if you really are a beginner see appendix 1 for suggested links and further reading)
    • Actionable insight2. seos: forget pr tactics and start by talking the language of ‘outcomes’ for brand, reputation, profile and measurement (tactics will follow) (see appendix 2 for some useful links)
    • Actionable insight3. a new set of metrics needs to be created for seos and prs to really integrate - track search metrics, opinions, brand, reputation metrics and the impact of these on shareholder value
    • Actionable insight4. at the very least, learn to measure the basics SEOs need to measure  End
user
opinions
and
sen-ment
 PRs need to measure  Branded
search
traffic
 and
the
impact
on
brand
and
 reputa-on
 Real
world
metrics,
e.g.
foo<all
 Domain
authority
 Key
messaging
 In
bound
links
/
link
equity
 Share
of
voice
 Search
results
/
conversions
 Referral
traffic
 SERPs

    • Actionable insight5. as well as focusing on measurement, prs and seos need to get more aware of each other’s tactics
    • Actionable insight6. seos need to think less about press releases and think more broadly about a range of tactics that can generate links
    • Actionable insight7. be news-worthy (link-worthy) create news-worthy content which has: - proximity - timeliness - human interest / novelty - conflict - eminence and prominence - consequence and impact - visuals (press photos, video footage)
    • Actionable insight8. seos: understand appropriate messaging and use of controversy Good Bad
    • Actionable insight9. it is not just press releases that generate links Consumer media  Trade / B2B  News
and
features
 Thought
leadership
 Stunts
 Guest
posts
 Features
 Research
 Product
reviews
 Content
marke>ng
 Compe>>ons
 News
and
features
 Advertorials
 Market
reports
 Research

    • Actionable insight10. provide a reason to link back to the website. link to further information / source of research in your release train your spokesperson to mention the resource and link in interviews
    • Actionable insight11. as well as using anchor text, write the url out in full journalists often don’t cut and paste anchor text so the link is lost
    • Actionable insight12. Less can be more. Don’t write 20 blog posts, instead spend the same amount of time turning this original content into one definitive industry report (link bait) Then PR the content. (You can turn it into 20 blog posts later)
    • Actionable insight13. PRs: don’t just be ‘white hat’. Manual link building works! A website which is visible to search brings traffic, aids social sharing and discovery by journalists
    • CONCLUSION Let’s broaden our skills, the strategies that we deploy and what we measure
    • ABOUT THE AUTHOR James Crawford is the Managing Director of PR Agency One and has a keen interest in the space where SEO and PR meet. For more information about James and his business visit www.pragencyone.co.uk Call him on 07793 441 6986 Twitter: @jamescrawford
    • thank you
    • appendix 1 PR beginners guide to SEO How to create compelling content that ranks in search engines Link building lessons for PR SEGMENT SOCIAL MEDIA TRAFFIC USING GOOGLE ANALYTICS
    • appendix 2 Some good PR basics are in here (a bit basic in parts) Link building lessons from PR COI’s guide to PR measurement AMEC guide to PR evaluation (A bit academic) Why reputation matters How to measure reputation